THIS WOMEN’S DAY, THE WORLD BOWS DOWN! Iceland Joins Spain, Canada, New Zealand, Mexico, Jordan and Morocco in Turning 100 Years of Struggle Into a 125 BILLION Dollar Tourism EMPIRE

The world of travel and tourism has undergone a seismic shift over the past century, and women have been at the heart of this transformation. Once relegated to invisible roles, women in the tourism industry have now risen to become its primary economic engine. From being mere companions in the early 1900s to becoming leaders in decision-making roles, women now make up over 54% of the global tourism workforce. Despite these gains, gender disparities persist, especially in leadership roles, as women continue to break through the barriers in their pursuit of equality and recognition.

The Path from “Invisible” to Powerful: Women in Travel Through the Decades

Women’s journey in travel has not been linear, nor has it been easy. The early 1900s to the 1930s were defined by the struggles of women who defied social norms to travel independently. It was considered a radical act for a woman to explore the world solo, yet pioneers like Nellie Bly, who circled the globe in just 72 days, and Raymonde de Laroche, the first woman to earn a pilot’s license in 1910, began laying the foundation for future generations of women in travel.

In the 1940s – 1960s, women’s roles in the industry were primarily limited to “glamorous” positions like flight attendants. Despite being the face of air travel, these women had to adhere to rigid age limits, remain unmarried, and face significant career barriers. But during WWII, women proved they could take on “back-of-house” operations, handling hotel management and logistics in the absence of men. These moments of empowerment during the war demonstrated women’s capacity to manage operations at scale, yet they were pushed out when the veterans returned.

By the 1970s – 1990s, the seeds of change were sown. Women began to break the glass ceiling, entering management roles and making strides in the industry. The Equal Pay Act of the 1960s and the gender equality movements of the 1970s allowed women to claim their place in the tourism workforce, and in 1973, Emily Howell Warner became the first female captain for a major U.S. airline. During this period, women’s travel needs were recognized, and agencies like Wild Women Expeditions (founded in 1991) were created to cater to female adventurers.

The Modern Era: Women in Tourism Lead the Charge

Fast forward to the 2000s – 2020s, the industry witnessed a boom in solo female travel, with women becoming the driving force behind travel decisions. The UNWTO estimated the women’s travel market to be worth over $125 billion annually, a staggering sum that underscores women’s growing power in tourism. Governments began to realize that women were the “Chief Travel Officers” of households, making over 80% of all travel decisions. This trend led to the formalization of gender equality goals in national tourism policies, with safety and technology becoming a focus as the number of solo female travelers increased.

However, even with these gains, the leadership gap remains significant. While women make up more than half of the tourism workforce globally, they still occupy fewer executive roles. As of 2024–2026, women hold only 33% of board seats in global tourism organizations—an increase from 23% in 2018, but still far from parity. Even in progressive nations like Iceland, where women hold 60% of cabinet seats, the number of women in decision-making positions within tourism remains an area of focus.

Global Leadership in Women Empowerment: Countries Leading the Way

Countries like Iceland, Spain, Canada, and New Zealand have taken significant strides in closing the gender gap in tourism leadership. Iceland has been a global leader in gender equality, ranking first in the 2025 Global Gender Gap Index for 16 consecutive years. In Spain, women make up 50% of the cabinet, with tourism employment reaching 3 million in 2025. Spain has also achieved a high percentage of permanent contracts in tourism for women (83.5%).

Canada stands out with its “Women in Tourism” initiatives, supported by Destination Canada, ensuring that women have access to entrepreneurial opportunities and management roles. New Zealand, with 45% women in Parliament, consistently ranks in the top 5 for economic participation and opportunity for women in tourism. These nations have proven that when women are given the tools and the space to succeed, tourism thrives.

Emerging Markets: Women as Entrepreneurs in Travel

Across emerging markets, women entrepreneurs are spearheading growth in the tourism sector. In Jordan, women-owned tourism startups have grown at double the national rate, with the tourism sector experiencing a surge in female entrepreneurial activity. In Mexico, 40.7% of the workforce is female, and in Jalisco, 47% of MSME owners are women. Morocco has seen female entrepreneurship rates double, particularly in community-based tourism and luxury “riad” management. These entrepreneurial successes are crucial in creating more opportunities for women while also diversifying the industry’s offerings.

The Regional Participation Gap: Women in Tourism by Region

Despite progress, there remains a significant gap in women’s participation in tourism depending on the region. In Africa, women account for 78% of the hospitality workforce, while in South Asia, that number is just 18%. In regions like East Asia and the Pacific, women make up 61% of hospitality workers, highlighting regional disparities that remain barriers to more equitable global tourism.

Government Representation: Women at the Helm

While women now occupy 30.5% of tourism ministries globally, many of the world’s top tourism ministries are led by women. Countries like Spain, South Africa, and Mexico are leading the charge by appointing women as Tourism Ministers, proving that gender parity in leadership is not just a possibility but a necessity for the future of tourism. However, much work remains to be done in closing the glass ceiling at the executive level, where men still dominate the most powerful positions.

The Double-Edged Evolution: Progress with Challenges

The evolution of women in travel is a double-edged sword. On one hand, tourism has empowered women by offering low-barrier entry points for entrepreneurship, from bed-and-breakfasts to tour guiding. However, women remain concentrated in lower-paid, informal service roles, often excluded from high-earning technical or executive positions. The UNWTO’s Action Plan on Women in Tourism is focusing efforts on shifting women’s roles from entry-level positions to high-tech and senior leadership roles, ensuring that gender equality goals are met in the coming years.

Conclusion: A Shifting Landscape

As Mexico, Iceland, Spain, and New Zealand lead the way, the evolution of women’s roles in tourism is reshaping the industry’s future. While women now dominate the tourism workforce, challenges remain, particularly in leadership. But with more women becoming entrepreneurs, decision-makers, and influencers in the tourism sector, the future of travel is undeniably female-led. The world is watching as women continue to push boundaries, rise to the top, and carve out their place in tourism history.

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